Mini cars will have an intelligent personal assistant. It will be the brand's mascot - the English bulldog Spike.

The character is built into the on-board multimedia system of new models and is able to carry out voice commands for drivers and passengers. Spike's abilities will be demonstrated to the public on the MINI Concept Aceman concept car in April 2023 at the Shanghai Motor Show. Later, the virtual English bulldog will appear in the production models of the brand.